Credit Suisse sought to improve customer experiences after finding that customers were more willing to recommend other banks and were considering changing banks. The document discusses how Credit Suisse analyzed customer experiences through immersion techniques to develop empathy. This led them to identify issues with forms, language used, and the customer journey. Credit Suisse then made changes like simplifying forms, using clearer language, and improving branches, which resulted in lower error rates and higher customer satisfaction.

1. Building better Customer Experiences at Credit Suisse November 2007 Bojan Blecic, VP Customer Experience Client Insight Management

2. Credit Suisse - Facts & Figures 2006 Source: http://www.credit-suisse.com/investors/doc/facts_figures_usd_en.pdf Founded in 1856 Active in over 50 countries. Approx. 45'000 employees Assets under management in trillions $ 1.2 Net income in billions $ 9.8

3. A lot of customers are interacting with us Every month in Switzerland... More than 225,000 calls are handled by the contact center Approximately 600,000 client visits are served in our branches More than 3.5 million envelopes are mailed out There are over 400,000 log-ins into the e-banking tool ...we have countless personal interactions with clients and prospects....

4. Why we started to care deeply about the Credit Suisse Experience

5. • Empfehlungsbereitschaft - in der Schweiz Achtung kleine Fallzahlen! 37% 42% 58% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Credit Suisse Retail Banking Clients Percent of clients willing to recommend main bank Source: Basisbankenstudie 1. Semester 2004 other banks Gap to leading position

6. - Vorausgesagte Verlagerung der Aktivitäten zu einer anderen Bank (2) Customers considering to change Bank (including:"yes, I will change soon / " yes, I have already thought about it") 25% 25% 17% 13% 12% 12% 6% 9% The risk of loosing customers is higher than the average... 1% 1% 2% 2% 1% 2% 3% 3% 8% 5% 10% 10% 12% 15% 22% 22% Credit Suisse other banks yes, will change soon yes, I am thinking about it Source: Basisbankenstudie 1. Semester 2004 Ø 14%

7. A visit to the branch

8. Which button would you push?

9. What happens when we 'think' we know what is good for the customer Discretion? Comfort? Clarity? Everything here is rarely, if ever seen ?

10. Even the language we use with our customers isn't quite what they need... Within a framework agreement (duration of 1 - 10 years), individual tranches (duration of 3 - 12 months) are fixed. You can choose your preferred duration for a tranche, giving you direct influence on the length of your fixed interest rate periods. Once a tranche has expired, you can select a new tranche within your framework agreement depending on how you see future interest rates developing. Alternatively you can take the opportunity in accordance with the agreement - to switch to a different mortgage model from our extensive range.

11. And the Employee Experience

12. At the intranet as well, there are some things that might be confusing users....

13. So, why do bad experiences ever get created in the first place?

15. • Empfehlungsbereitschaft - in der Schweiz Figure out what went wrong Customers react Achtung kleine Fallzahlen! The reason that customer experiences are poor is down to how they are created within the business Launch it Build it Generate ideas internally for new products I just don't understand it... Hey, I've got a great idea for a new product...brochure... website...HR policy... branch...software... Customers are gonna love it!

16. Culture patterns of human activity and the structures that give them significance and importance . http://en.wikipedia.org/wiki/Culture

17. Focus on the customer! Be customer focused! How the heck do I do that?

18. We have our mouths full of customers, but our practice is full of ourselves. M. Rijsberman

23. The Work

30. The Result

32. The First step in improving any customer experience is understanding that customer experience. The first step in understanding a customer experience is developing....

34. "You can't know your customer until you've gone through your customer experience yourself." - CX Team "You can't know a person until you've walked a mile in their moccasins." - American Indian Saying

36. Filling out a form is not always easy... ...in fact 18.5% of the forms have mistakes Increase in comprehensibility in content and usability Reduction of error rate in form completion to 9.3% (from 18.5%) Higher external and internal customer satisfaction ~ 50 % less mistakes Authors Clients

37. Experience Immersion is a technique you can use to develop customer empathy in yourself and those around you.

40. • Empfehlungsbereitschaft - in der Schweiz Achtung kleine Fallzahlen!

45. " If you tell me I will forget, If you show me, I will remember If you involve me, I will understand " Confucius

48. Private Banking Retail Banking Corporate Banking A B C A B A B C Very satisfied Satisfied Dissatisfied

50. Does anyone know where the salt is?

52. We now have client metrics on our management scorecards.

53. Improvements in the branch Increase in sales leads: 100% Traffic moved from cash-desk to ATM: 30% Marketing awarness: 400% increase

54. Do it yourself

55. involve your people

57. Bojan Blecic Customer Experience, Credit Suisse Thanks